The Evolving Role of the CMO: Digital Tools and Data-Driven Decisions

Chief Marketing Officers (CMOs) have traditionally overseen communications, brand management, advertising and campaigns – and they still do. However, ongoing technical advancements and, in turn, data-driven environments have meant that their remit is constantly expanding and their role, continuously evolving. There is now a plethora of ways for marketers to understand their customers. Big data, IoT, Artificial Intelligence (AI) and marketing automation are just a few examples of the tools and methods on offer to help…

Why Collaborative Technologies Need a Bigger Role in the Martech Stack as CMOs Expand In-House Creative Agencies?

The modern marvel of Martech stack has brought us better insight, targeting, timing and reach. In many ways, the advent of Marketing Technology has facilitated tighter campaign integration, better reporting and a strong alignment with sales. Yet, technology has also left marketing with a greater need for Creative Content – the fuel of the marketing engine. Through these platforms, we have acquired and stacked across our marketing organizations' run-on content. Without content, there is nothing to distribute, no message…

New Study Reveals CMO Path To Push Beyond Traditional Brand Storyteller Role

CMO Council and Deloitte Study Finds Hesitation to Embrace Analytics Skills, Forge New C-Suite Partnerships and Extend Strategic Role Beyond Short-Term Acquisition Goals A new study from the Chief Marketing Officer (CMO) Council and Deloitte, surveying close to 200 chief marketers worldwide, revealed many CMOs are still focused on the traditional storytelling aspect of their position and are less comfortable with aspects associated with driving growth, including acting as revenue science practitioners and customer…

MarTech Interview with Richard Jones, CMO, Cheetah Digital

"Customers don’t want brands snooping on them and inferring what they like. Brands must adapt to a new, non-invasive way of reaching consumers." Journey into Tech  Hi Richard, tell us about your role and journey into technology. What inspired you to take up the role at Cheetah Digital? Before Cheetah Digital, I started my career in Sales. Over time, success in Sales led me to other avenues of business including Marketing and Strategy. Learning from these experiences gave me the background and knowledge I needed to…

MarTech Interview with Angie Mistretta, CMO at AppDynamics

"Purchasing and interactive decisions made on mobile apps and online will be largely determined by the quality of the digital experience in 2020 and beyond." Journey into Tech Hi Angie, tell us about your role and journey into Technology. What inspired you to take up the role at AppDynamics? I started in Tech Marketing early in my career. Moving from Telecom to Video conferencing and then Cisco (via the Tandberg acquisition). The move to AppDynamics was a great next step. I wanted to work in a high growth business…

MarTech Interview with Carl Tsukahara, CMO at Optimizely

"AI and Machine Learning have the potential to enhance the value of the Marketing tech stack and even how we approach Traditional Marketing strategy." Tell us about your role and journey into technology. What inspired you to start at Optimizely? At Optimizely, I work with a very talented team of Marketing, Sales Development, and Communications professionals to help tell the story of a startup that encourages its customers to embrace a culture of experimentation. In my 25-year career, I’ve kept a tight focus on helping…

New CMO Benchmark Report Finds Marketing Organizations are Ready for the Future

Deloitte's New CMO Organization Benchmark Study Provides Roadmap for the Evolution of Modern Marketing Organizations Insights from a new study of over 400 senior marketing executives across the globe illuminate how top CMOs and their companies are organizing and operationalizing their marketing functions to succeed in today's disruptive business climate while providing a roadmap for critical planning and decision making needed to ready and evolve modern marketing organizations for the future. At the time of this…

Information Builders Welcomes Carol McNerney as CMO

Successful Marketing Leader Joins Executive Team to Accelerate Brand and Business Momentum as IBI Aims to Own Leadership Position in the Data and Analytics Market Information Builders (IBI), the leading data and analytics company, announced the appointment of Carol McNerney as chief marketing officer (CMO). Reporting to CEO Frank J Vella, McNerney will drive the organization's marketing and communications strategy. With nearly 30 years of experience, McNerney will focus on…

How to Deliver the Experiences the CMO Craves Through the Robust Systems the CIO Needs

In today’s world, connected, consistent and differentiated experiences are born from closely aligned Marketing functions and technology teams. The collaborative relationship between a CMO and a CIO is crucial and has increasingly become a hot topic. Forrester recently stated that a CMO’s collaboration with a CIO is one of the four essential steps for a CMO planning their marketing evolution. While, according to ‘2019 State of the CIO’ research, 55% of CIOs are spending more time learning about customer needs as a way to…

MarTech Interview with Katherine Calvert, CMO at Khoros

"The key to success and standing out in a world where loyalty is all but dead is to facilitate trust through transparency." My Journey Hi Katherine, tell us know your journey in technology. How did you decide to join Khoros? I’ve been in the business of tech marketing for almost 20 years, and one of the reasons I love it is that it’s always changing — there are always dynamic new stories to tell and interesting new tools to deliver them. In B2B Marketing, the job is really simple — we’re here to create, accelerate, and…

MarTech Interview with Patrick Moorhead, CMO at Pricefx

"SaaS is the future of data analytics.SaaS architecture enables data to become real-time and to become useful, and immediately applicable to real business conditions – our software is intentionally designed to do just that." How exciting is the current SaaS ecosystem today? SaaS is literally on fire – its a very exciting time, particularly in the pricing space. Pricefx was truly the first cloud native solution to enter the B2B pricing space, and at the time most in the industry were sceptical, saying there was no way…

Prediction Series 2019: Interview with Daniel Incandela, CMO at Conga

Hi Daniel. Welcome back to MarTech Series. Tell us what comes to mind when you think of Dreamforce. Two things instantly. Companies are still grappling with their own Digital Transformation. And data remains one of the most valuable resources. Which sections and speakers are you excited to attend and interact with? And, why? Conga has a long-standing history with Salesforce as the #1 paid app on the AppExchange and a platinum partner. It was an amazing experience to see the AppExchange keynote, where the product is…

5 Revelations from LinkedIn 2020 Emerging Jobs Report that Should Excite a MarTech CMO

This week, LinkedIn released the third edition of their annual 2020 Emerging Jobs Report for the US. This US emerging trends report makes startling revelations on the unique job avenues and opportunities within the fast-growing 'data economy'. LinkedIn's annual report for 2020 pushes the bar higher for MarTech CMOs who would benefit from this well-examined emerging jobs report, identifying with top 15 jobs in the US that have emerged in the last five years. The emerging workforce trends in the space of Marketing, Sales, …

MarTech Interview with David Turner, CMO at Sidetrade

"Marketers today are keen to use technology, the trick is to keep the focus on the outcomes and measurable benefits – not technology for its own sake!" You have a long track-record of successfully working in and managing diverse business teams. How did you arrive at Sidetrade? Having run EMEA Marketing for a US tech company for the last 4 years, I was looking for a European-based scale-up where I could be at the heart of the business – building a global Marketing Operation but also part of the Executive team driving…

AI 2020 Predictions From Tom Libretto, CMO at Pega – What’s Next for Marketing?

Marketing science catches up to the art: While once revered as more art than science, the discipline of marketing is becoming increasingly technical. As modern-day marketing practitioners, it has become table stakes to have some level of technical acumen on how the marketing technology stack plugs together. This year, CMOs will demand marketers expand their tech knowledge beyond marketing and into different business functions as marketing continues to traverse across organizational silos. At the end of the day, the more…

Kerry Sanders Joins Craft In New Role As Global Head Of Business Development

Craft, a division of McCann Worldgroup, announced that Kerry Sanders has joined as Executive VP-Global Head of Business Development. The company is one of the marketing industry's largest global creative content production and adaptation agencies. Most recently Kerry Sanders served as Senior VP-Sales & Marketing at Xerox Corp. in Rochester, NY. Read More: CB Insights Accelerates Global Expansion Through DeepTech ... Sanders has broad international corporate and technology experience that, in addition to Xerox,…

MarTech Interview with Steve Gershik, CMO at inRiver

"As organizations use AI and Data to stay relevant to their buyers in real-time, they need Automation to ensure they are being fully adaptive to meet those needs. " Could you tell us about your role and journey into B2B Marketing Technology? It’d be my pleasure. I've been in B2B Marketing for 21 years now. The last 15 of which have been in and around primarily SaaS companies. My journey into the miasma of Marketing Technology solutions started about 15 or 16 years ago with a company called Nuance Communications and in a…

MarTech Interview with Harry Glaser, CMO at Sisense

"AI may never live up to the extreme hype, it will fundamentally change how people interact with the world." Could you tell us about your role and journey into technology? I lead Marketing at Sisense, and it has been an interesting journey to get here. I didn’t grow up in Marketing, instead, I started as a Programmer and was one of those kids that took apart VCR’s and put them back together for fun. When I was about to graduate from the University of Rochester in New York, I had three offers on the table: one at a…

TechBytes with Aimee Stone Munsell, CMO at Contentsquare

What is the most contemporary definition of Customer Experience? And why is Contentsquare the “most complete” platform on the market for this sector? When defining customer experience, it’s so easy to think purely in terms of post-sale satisfaction. As a result, many brands get hung up on the idea of CX measurement as little more than just customer surveys and Net Promoter Scores. While these methods have their benefits, they all occur after a customer’s journey is complete. As such they cannot show exactly when or…

MarTech Interview with Randy Frisch, CMO at Uberflip

"Content should be used to engage your audience at every stage of the customer journey. " As a CMO of a content experience company, what unique challenges do you meet and overcome in driving Marketing and Sales campaigns daily? One of the biggest challenges we come up daily is the status quo. It can be difficult for marketers to rethink the way they approach content—especially when they’ve been doing things the same way for so long. We challenge marketers to shift their focus from creating net new content, to leveraging…